Reels

Instagram's short-form vertical video format, launched in 2020 in direct competition with TikTok. Reels can be up to 90 seconds long and are distributed through Instagram's dedicated Reels tab, the Explore page, and the main feed. For creators, Reels offer cross-platform reach since they can be shared to Facebook and are discoverable to non-followers, making them a key tool for audience growth on Meta's platforms.